To be tracked or not? It’s your choice!

On April 26, 2021, Apple launched one of the most impactful OS versions 14.5. The iOS the release had some handy updates, But the most controversial update was the introduction of “App Tracking Transparency or ATT”. This privacy update has totally changed the way marketers will approach their customers. Well, who didn’t see this coming? “Reportedly, 96% of iOS 14.5 users have opted out of app tracking.”

More technology to take control of your privacy.

(Image 1 – Source Adlucent Blog)

Well, this update surely garnered support from the privacy advocates, but now Apple has certainly started a conflict with some major developers like Facebook.

Does, the update mean an end to personalized marketing and retargeting? It is quite evident that the update has made it difficult for the marketers to –?

• Measure the effectiveness of their ad campaigns on mobile.
• Target a ‘specific’ audience
• Deliver personalized content

I surely believe Apple had made it difficult and more challenging for marketers to reach their target audience and deliver relevant ads. Apple has brought an end to gala time that marketers had previously enjoyed, now, Tech Companies will have to make the customer aware of the tracking and ask for their ‘consent’ before pulling any of their data.?

(Image – 2 Source - The AdRoll Blog Facebook is encouraging users to allow tracking to keep its apps free of charge.)

Well, this was a necessary update concerning privacy rights issues. I think the consumers will now feel protected and control their data with the ATT update.

This update has surely changed the way marketers operated but my research shows that large corporations know how to pave their way out of these privacy concerns.?

• Facebook implemented Aggregated Event Measurement tool that allows advertisers and marketers to measure web events from iOS 14.5 users.
• Facebook has also incorporated Apple’s SKAdNetwork app attribution API, this ensures marketers can measure and analyze marketing performance.

Apple has made tracking difficult but companies like Facebook, Amazon, and Google still have ‘historical data’ of their consumers. These giants still have the Android market segment and I feel it’s high time for Marketing Methods to ‘evolve’. Companies should now change their business model – they should focus more on ‘customer friendly’ and ‘privacy focused’ advertisements.

According to me, users require a more privacy-focused marketing experience, and to cater to the privacy issues and concerns companies should focus on the following elements such as –

• Website – Use to track your customers and segment.
• Build Trust - Build brand trust in your brand and indulge in a creative way of asking for user consent.
• Focus on Organic Marketing – ‘Targeting’ is just a tiny part; put more effort into Social Media & Content Marketing.
• Creativity is the key – Don’t solely rely on Facebook Ads, market via digital content and user-generated content.?

In the end, I would say there's no need to be concerned about Apple's iOS 14.5 with regards to marketing, sales, or growth plans. Companies still have first-party data of consumers, they can amp up consumer privacy-related concerns via email and SMS marketing.?